Bid Like a Pro with Automated Bidding

Let’s discuss an innovation that your business needs to more effectively compete in the Google advertising race: automated bidding.

What is Automated Bidding?

Google’s automated bidding strategies won’t only do the hard work of bid management for you, but it will also help push those monthly, quarterly, or yearly KPIs over the finish line.

Google Ads defines automated bidding as “a bid strategy that automatically sets bids for your ads based on that ad’s likelihood to result in a click or conversion. Each type of automated bid strategy is designed to help you achieve a specific goal for your business.”

Automated Bidding Will Indeed Increase Your Conversions

A portion of Google’s automated biddings techniques — such as ‘Maximize Clicks’ to increase site visits, or Target Impression Share to improve visibility — are not conversion-based. However, Google’s Smart Bidding feature is. Released in 2016, Smart Bidding is Google’s approach to conversion-based bidding. Google’s Smart Bidding Strategies include:

  • Enhanced Cost Per Click
  • Maximize Conversions
  • Maximize Conversion Value
  • Target CPA
  • Target ROAs

The Benefits of Automated & Smart Bidding

Automated and Smart Bidding is designed to get more ideal prospects to your landing pages. Some of these bidding strategies will supply more traffic to your landing pages, while others may increase the quality of that traffic. Either result can be beneficial, but at the end of the day, it’s dependent on your business’s goals. Implementing these bidding strategies will help you identify AND capitalize on new opportunities, all while your campaigns yield a greater ROI (return on investment).

Improve Your Google Ads Optimization Score

Your Optimization Score is an approximation (expressed as a percentage) of how well your Google Ads account is set up to function or perform. If your optimization score is 100 percent, it means that your account is firing on all cylinders, so it’s an important metric to review.

Google Ads will provide recommendations for your account and campaigns which, when implemented, can boost your Optimization Score. Because automated and Smart Bidding strategies will improve the performance of your Google Ads campaigns, applying these strategies will positively contribute to your Optimization Score and drive more efficient account functionality. An optimization score greater than 75 percent on average see 3x better conversion rates!

Save Time and Energy

Giving up manual keyword bid management means that you are going to get time back in your day to allocate towards all the other tasks and responsibilities that may have been piling up (i.e. search query monitoring, ad copy improvements, landing page testing, and more). Let Google do what it does best, so you can get back to what you do best!

Contact EMSC to Learn More

If you’re ready to take the next steps in setting up automated bidding, or if you want to learn more about how it can help your business grow, reach out to our digital marketing experts at EM Search Consulting today.

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